TÍTULOPOWER MAP OF THE NETWORK Subtítulo DiciembreSeptember 2015 2016

Barcelona • Bogota • • • • Lisbon • Madrid • City • Miami • New York City • • Quito • • Sao Paulo • Santo Domingo • Washington, DC Índex

About the Power Map of the Panama 3 Network

Methodology 4

Top 50 5

Main conclusions 6

Trends by category 7

Influence and Digital Identity 15

Team of Specialists 17 About the Power Map of the Panama Network

The Internet has allowed us to choose the what, when, and is the first study that aims to identify the people who where aspects of the content we consume. In addition, have been able to successfully create and manage digital social media has given us the possibility to follow the influence in Panama. To do so, we have assessed the ones we consider being the new social leaders: the leading digital presence of journalists, athletes, politicians, CEOs, authorities on a topic and the most popular individuals. and celebrities in Panama. As a result, they are slowly becoming references, sources of information, and even new media outlets. They are becoming influencers. 1 https://es.wikipedia.org/wiki/Sobrecarga_informativa

However, generating and maintaining influence in this competitive environment of information overload1 is a challenge. The Power Map of the Panama Network

The Power Map of the Panama Network is the first study that aims to identify the people who have been able to successfully create and manage digital influence in Panama

3 Methodology

COLLECTING AND INTERPRETING INFORMATION HOW THE INFLUENCE INDEX WAS OBTAINED

Data on the digital identity of the individuals was Environments analyzed collected in June 2016. This data was classified and interpreted in July 2016. Two environments were selected on which to base a person’s influence in the Internet: SAMPLE ANALYZED • Web environment, represented by the web assets This investigation used a sample of 395 individuals (sites, blogs, and other elements) as the space in made up of journalists, athletes, politicians, CEOs, and which all of a company’s content converges in the celebrities in Panama. Internet.

• Journalists: 110 digital identities • Twitter is the main conversation and influence channel in the Internet because content is generated • Athletes: 90 digital identities and information is broadcast instantaneously

• Politicians: 71 digital identities Indicators for measuring influence

• CEOs: 19 digital identities In the development of this study, four indicators were taken into consideration based on the analysis • Celebrities: 105 digital identities environments described above. Each one was rated with a minimum score of zero and a maximum of 100. The total influence index is obtained by calculating the average score of the four indicators.

Figure 1. Analysis environment

WEB Number of incoming links: Determines the degree to which the content of a person’s website or blog is well positioned in the Internet. It also ENVIRONMENT indicates how long this information remains over time. This metric is obtained using search engine optimization (SEO) validation tools.

Number of followers: The number of followers Number of retweets (RTs): This is the main Influence with automatic parameters: is the top influence indicator. It determines element that shows a company’s influence Determined using the automatic algorithms of TWITTER the approximate reach of the messages of the over its followers. The higher the number of a tool selected by LLORENTE & CUENCA that ENVIRONMENT account being analyzed. This metric is directly retweets, the stronger the credibility and the makes it possible to verify the other indicators. obtained from the person’s Twitter profile. greater the reach of the content. This metric is obtained using a paid tool.

Source: own elaboration

4 Top 50

Figure 2. Power Map of the Top 50 in Panama

Politicians Journalists Celebrities Athletes

Source: own elaboration

5 Main conclusions

1. Millennials are no longer on Twitter Figure 3. Distribution of the Top 50

When the mothers of millennials got on Facebook, millennials switched to a different social media: Twitter. Now that their mothers are on Twitter, millennials prefer to share their content on Snapchat and Instagram. This is shown by the results of the Top 50, in which only one influencer, Diego De Obaldía, is under 30 and belongs to this generation.

2. Information is the main source of influence

The Top 50 is primarily made up of politicians. This group holds 40 % of the top positions, followed by journalists (32 %). This seems to indicate that most Panamanians tend to obtain information on the nation’s latest events from generators of news (politicians) or the journalists who share the news.

3. CEOs are not managing their influence in the network Source: own elaboration

Executives from the leading local business groups and SEM representatives in Panama are noticeably missing from the ranking. Many do not have an active digital presence. Only 19 CEOs with active profiles were found in social media, and none broke into the Top 50.

4. Offline popularity has an impact on online influence

The Top 50 is primarily made up of opinion leaders, The Top 50 is primarily made up politicians, journalists, and TV presenters who have managed to transfer the popularity they have gained of politicians. This group holds in the “offline world” into their digital channels and 40 % of the top positions presence.

5. Athletes do not live on Twitter

Most active athletes are millennials and therefore prefer social media alternatives that are more visual, such as Instagram or Snapchat. They can share behind- the-scenes videos and photos of their professional and personal lives, and this content generates a high degree of interaction with their followers, who view them as celebrities.

6 Trends by category

JOURNALISTS They also have influential profiles in the sports world, with four of the leading sports commentators and If content is King, then information is Queen journalists: Jhony Mosquera and Roberto ‘Datitos’ Rivera are at the top of the ranking, while David Salayandia and Journalists, who occupy 30 % of the ranking, make up Ricardo Icaza round out the Top 20. one of the most popular categories in the Top 50. This seems to indicate that Panamanians want to stay on Radio Panama top of the nation’s latest events, and they value the instantaneous nature of Twitter in order to access real- This is the nation’s only news station with journalists time information of the events that generate news. who are strongly influential in social media. Influencers such as Manolo Álvarez and “El Profe” Edwin Cabrera are Álvaro Alvarado, news anchor, influencer, digital the most influential radio journalists, followed by David media Salayandia, who is the leading radio journalist for sports matters. His 26-year journalism career and the popularity he has gained during that time are reflected in his strong digital influence. His role as the anchor of one of the nation’s most important news bulletins without a doubt had a direct impact on his instant popularity in the online world. His profile is flooded with mentions containing Panamanians want to stay on tips, reports, and announcements that sometimes result in news, transforming Álvaro’s Twitter account into a top of the nation’s latest events, media outlet. and they value the instantaneous

TVN Media is the leader for news and sports nature of Twitter

TVN Media is the leading digital influencer for news thanks to the social media popularity of its primary TVN journalists, including Eduardo Lim Yueng, Castalia Pascual, Sabrina Bacal, Elizabeth González, and Siria Miranda, who are all ranked in the Top 10 journalists.

7 Figure 4. Power Map of journalists in Panama

Source: own elaboration

8 ATHLETES Edward, noticeably absent from the Top 20 for sports

Durán, KO inside and outside the ring Despite being the favorite to bring home a medal at the recent Rio , Alonso Edward is not among Roberto “Manos de Piedra” Durán has undoubtedly the leading digital influencers for sports. His lack of been a symbol of pride for all Panamanians. However, Twitter activity (due to his preference for Instagram) and his recent involvement in television shows such as Los his infrequent posts keep him from being perceived as a Durán (a reality show about him and his family), Calle 7 source of sports information by his followers. VIP (skills contest), and the premiere of the Hollywood film Hands of Stone repositioned him in the limelight, Former Olympic Athletes especially with the generations who never saw him fight in the boxing ring. Once again, this shows how a person’s The Top 20 includes two former Olympic athletes, Irving offline popularity is able to quickly boost their online Saladino and Diego Castillo. They remain active in the influence. sports world and people follow them in order to stay up to date on the matter. is a long jump Passion for football specialist who won a gold medal at the 2008 Olympic Games in . Diego Castillo is a former Olympic Due to the nation’s sports history and traditions, swimmer, vice president of Panama’s association of baseball is the sport that has roused the masses and athletes (AATLEPA), a sports columnist for El Siglo, and a filled stadiums in Panama for a number of generations. sports idol for his followers. However, the rising popularity of football in the country has brushed aside baseball and allowed football to assume the position it holds throughout the world: first.

This change is apparent in the Top 20 for sports, in which the highest positions belong to the most important members of the national football team. Rising popularity of football in the country has brushed aside baseball and allowed football to assume the position it holds throughout the world: first

9 Figure 5. Power Map of athletes in Panama

Roberto Durán - 26,2 - 26,0

Blas Pérez - 25,7 - 24,7

Mariano Rivera - 23,7

Felipe Baloy - 23,3

Gaby Torres - 22,0

Juan Ramón Solís - 21,7

Carolena Carstens - 21,3

0 20 40 60 80 100 Irving Saladino - 21,0

Diego Castillo - 21,0

Roberto Nurse - 20,7

Nelson Barahona - 20,7

Armando Cooper - 20,0

Adolfo Machado - 20,0

Michael Hicks - 19,7

César Barría - 19,3 Jair Peralta - 19,0 Yairo Yau - 19,0 Edgar Crespo - 19,3

Source: own elaboration

10 POLITICIANS Legislators are at the top

Ricardo Martinelli, absent in the country, but present The Legislative Body is the leading digital influencer, in social media with 30 % of the Top 20. The PRD legislator Zulay Rodríguez holds one of the top five positions, followed The former president of the Republic holds the top by the Panamanian Party members Adolfo Valderrama, position in the Top 10 for politicians. Although he is Jose Luis Varela, and Luis Eduardo Quirós, and the no longer the nation’s leader and he is the focus of independent legislator Ana Matilde Gómez. The nation’s numerous investigations for alleged irregularities during ministers and former ministers hold the second position his presidency, due to the frankness of his tweets, his in the politics category, which is led by the former content spurs conversations and news because it is Minister of Security José Raúl Mulino. replicated by national media outlets and opinion leaders. The Cabinet is noticeably absent The President is one of the leading influencers Of the 14 Cabinet members, only three are in the Top 20: President Juan Carlos Varela is right behind his Isabel Saint Malo, Vice President and Minister of Foreign predecessor and holds the second position in the Top Affairs; Luis Ernesto Carles, Minister of Employment; 20 for politicians. Varela generates a large number and Mario Etchelecu, Minister of Housing, who happens of mentions on a daily basis, and most result in to hold the last position of the ranking. This reflects the interactions with many followers, making him one of Executive Body’s low level of digital influence. the most influential profiles in the country. However, he has not been able to obtain the leading position.

The First Ladies are present

The nation’s First Lady, Lorena Castillo, is in the Top 10 and she has also surpassed her predecessors, the former First Ladies Marta de Martinelli and Vivian de Torrijos. The Legislative Body is the Although Marta and Vivian are no longer in this role, leading digital influencer, with they continue to be extremely popular profiles in the political arena and are within the Top 20. 30 % of the Top 20

The Panamanian Party is the main party

The Panamanian Party does not hold the majority in the National Assembly, but it holds the highest position in the Top 20. This party is at the top of the ranking for this category thanks to popular profiles such as President Juan Carlos Varela, the mayor of the capital José Isabel Blandón, and the legislators and ministers of that party. The PRD is at a close second, followed by the CD.

11 Figure 6. Power Map of politicians in Panama

Ricardo Martinelli - 40,0 Juan Carlos Varela Rodríguez - 33,7

Guillermo Cochez - 33,0

Zulay Rodríguez - 29,3

José Raúl Mulino - 28,3

José Isabel Blandón - 28,0

Juan Carlos Navarro - 28,0

Isabel De Saint Malo De Alvarado - 28,0

Lorena Castillo - 28,0

0 20 40 60 80 100 Marta De Martinelli - 27,7

Adolfo Valderrama - 26,7

José Luis Varela Rodríguez - 26,3

Luis Eduardo Quirós - 26,3

Ana Matilde Gómez Ruiloba - 25,3

Luis Ernesto Carles - 25,3

Vivian De Torrijos - 25,3 Martín Torrijos - 24,7 Laurentino Cortizo - 24,3

Mario Etchelecu - 24,3 Iván Picota Benítez - 24,7

Source: own elaboration

12 CEOS although their contributions to the GDP are among the least significant. The rest are from the Commerce, Contributions to the GDP and digital influence Construction, Telecommunications, and Energy industries. Although few CEOs are on social media, those who appear in the Top 20 are from the industries that Jorge Luis Quijano, the most influential CEO contribute the most to Panama’s GDP, but their presence is not proportional to the contribution percentage. Jorge Luis Quijano, Administrator of the Panama Canal, Despite representing 75 % of the GDP, only three is at the top of this category. All the content generated of the Top 20 executives are from the Shipping and about the Panama Canal, and especially about the Logistics industry. Most of the ranking is held by expansion work, is without a doubt responsible for this executives from the Financial Intermediary industry, result. However, the administrator is ranked 96 in the study.

Figure 7. Power Map of CEOs in Panama

Jorge Luis Quijano - 21,3 Gabriel de Obarrio - 16,7

Carlos Escotet - 15,0 Domingo Latorraca - 14,7

Pedro Heilbron - 13,3

Isaac Suárez - 12,0

Luis J. Varela Jr. - 8,7

Miguel Bolinaga - 8,3

Andrés Jiménez - 6,7

0 20 40 60 80 100 Julio Spiegel III - 3,7

Loney Armijo - 2,0

Iván Saldaña - 1,7

Eduardo Fábrega Alemán - 1,0

Nicolás Corcione - 1,0

Joshua Henriquez - 1,0

Rubens Amaral - 0,3 Rodolfo Tabash - 0,3

Raúl Alemán Zubieta - 0,3 Omar Shamsie - 0,3

Source: own elaboration

13 CELEBRITIES and activism efforts, which are described in his website (www.rubenblades.com) in a column where he posts op- The Singer eds about Panama.

The artistic career of Rubén Blades, a singer and actor, TV is not dead; it is alive and well on Twitter! has positioned him at the top of the category and made him the second most influential profile in the Within the category, the most influential people are study. Rubén Blades has won 14 Grammy Awards and primarily TV personalities, which hold 75 % of the participated in 35 films and 3 television series, including Top 20. This shows that thanks to the popularity the recently popular “Fear the Walking Dead”. To of television channels and their programming, measure his influence, we also considered his political Panamanians have made the decision to follow their favorite celebrities and learn about their everyday life.

Figure 8. Power Map of celebrities in Panama

Source: own elaboration

14 Influence and Digital Identity

The importance of influence on a digital level • Commercial content: it is generated by businesses and brands that aim to sell their products or In 1955, Paul Lazarsfeld and Elihu Katz published a book improve their reputation). titled Personal Influence about a study they carried out that proved the messages conveyed by the media can This information overload, which occurs in real time, be further mediated by informal “opinion leaders” who creates noise and does not allow users to identify intercept, interpret, and disseminate what they read relevant information or messages. and hear to their network of acquaintances, thereby influencing their decisions. 2. Personalization:

According to Lazarsfeld and Katz, these opinion leaders Another major digital challenge is the humanization of are individuals with certain features who are able to messages. influence the decisions made by their groups: The Internet, with its resources and social media, has • They are charismatic: They easily awaken empowered individuals by providing them with their admiration in a natural manner. own tools for public expression. People with a social media presence now have a growing ability to influence • They have specific knowledge that exceeds the public opinion without the involvement of media average: They gain credibility with their audience outlets. They are able to affect—and in fact they do—the due to their command of certain matters—usually reputation of organizations as well as brand positioning. the most relevant at the time—and this is why they are “chosen” by their audience.

• They identify with their audience: They have a Figura 9. The communication challenges strong relationship with their audience and they in the digital world interact with their followers.

• They are recognized: They are easily recognized by their audience.

In this day and age, these concepts gain importance and become established in our new platforms for interacting: social media. New opinion leaders are digital influencers with a direct impact on what we see, what we wear, what we eat, and even how we vote.

Hyperconnectivity and the resulting challenges

We live in a hyperconnected world, and this creates three new challenges for journalists, politicians, celebrities, CEOs, and businesses:

1. Infoxication (information overload):

Internet users are exposed to a variety of content:

• Personal content: it comes from their network of Source: own elaboration friends and acquaintances.

15 3. Hypertransparency content over that of others. On a company level, the content must be handled from a less commercial view, The third challenge is the invasion of privacy by and it should instead be aimed at the interests of its public elements. By using resources and social media, main stakeholders. anyone can publish anything—even the most intimate content—instantly and with a global reach. Now more Lastly, to protect our presence in the digital public eye, than ever, this hypertransparency requires entities to it is essential to implement network monitoring and operate and communicate in a responsible manner, intelligent listening tools that will allow us to remain without omitting valuable information from their alert and launch actions or conversations based on stakeholders, especially when it has been requested by the comments of our main stakeholders. This will their stakeholders. help protect our reputation and give us a competitive advantage. How do we face these challenges? Digital transformation in companies The best way to secure our image (personal or brand) is to consolidate our digital identity. On a company level, Corporate communication strategies do not have our executives are our main brand ambassadors, top ON and OFF settings. They are comprehensive spokespeople, and best letter of introduction to the approaches aimed at protecting our reputation and market. Creating their presence and launching a digital promoting our business in all the channels where we identity strategy are part of the digital empowerment communicate with our stakeholders. They require a trend in which influencers are gaining ground. transformation that affects platforms, processes, and content formats in order to catch the attention of our Despite having a consolidated digital identity, we face audience by overcoming the infoxication of channels, the challenges of content overload. To address this, the of our influential brand ambassador allies who use strategy must focus on generating transmedia content social media for recommendations, and of our active that adds value to audiences so they may choose your listening in order to improve our reputation in a hypertransparent world.

The strategy must focus on generating transmedia content that adds value to audiences

16 Reputation Management, Communication and Public Affairs Leader in Spain, Portugal and Latin America

LLORENTE & CUENCA is the leading Reputation, Communication and Public Affairs management consultancy in Spain, Portugal and Latin America. The team comprises 23 partners, along with more than 490 professionals that provide strategic consultancy services to companies in all business sectors with operations targeted at the Spanish- and Portuguese-speaking markets.

LLORENTE & CUENCA currently has its own offices in , , , , Ecuador, Spain, (Miami, New York City and Washington, DC), Mexico, Panama, Peru, Portugal and the Dominican Republic. It also operates in , and is able to offer its services through affiliate companies in Bolivia, Paraguay, and .

In 2016, the firm’s international development earned it 54th position on the Global Ranking of the most important communication companies in the world, a leader board drawn up by The Homes Report.

It is the communications firm that has won most awards in the markets where it operates.So far this year it has won 56 awards through campaigns carried out for clients like Embratur, Coca-Cola Iberia, Avon, CLIA, Antamina, Gas Natural Fenosa, Gonvarri Steel Industries, CaixaBank, SABMiller or L’Oréal, inter alia, and corporate projects like the launch of the new corporate site, the annual report 2014 or the interactive animation document “Entertainment Territory”. Furthermore, it competed in the LinkedIn #PremiosIN2015 to be the company that best communicates on LinkedIn in Spain.

Team of Specialists

Javier Rosado Partner and Managing Director at LLORENTE & CUENCA Panama [email protected]

Giuliana Venutolo Director at the Digital Area at LLORENTE & CUENCA Panama [email protected] CORPORATE MANAGEMENT SPAIN AND PORTUGAL UNITED STATES ANDES’ REGION José Antonio Llorente Barcelona Miami Luisa García Founding Partner and Chairman Partner and CEO Andes’ Region [email protected] María Cura Erich de la Fuente [email protected] Partner and Managing Director Partner and Managing Director Enrique González [email protected] [email protected] Bogota Partner and CFO [email protected] Muntaner, 240-242, 1º-1ª 600 Brickell Ave. María Esteve 08021 Barcelona Suite 2020 Managing Director Adolfo Corujo Tel. +34 93 217 22 17 Miami, FL 33131 [email protected] Partner and Chief Talent and T​el​. +1 786 590 1000 Innovation Officer Madrid Carrera 14, # 94-44. Torre B – of. 501 [email protected] New York City Tel. +57 1 7438000 Joan Navarro Tomás Matesanz Partner and Vice-president Latam Desk Lima Chief Corporate & Brand Officer of Public Affairs Lorena Pino [email protected] [email protected] Senior consultant Luis Miguel Peña [email protected] Partner and Senior Director Amalio Moratalla [email protected] MANAGEMENT - SPAIN AND Partner and Senior Director Abernathy MacGregor PORTUGAL [email protected] 277 Park Avenue, 39th Floor Humberto Zogbi New York, NY 10172 Chairman Arturo Pinedo Latam Desk T​el​. +1 212 371 5999 (ext. 374) [email protected] Partner and Managing Director Claudio Vallejo [email protected] Senior Director Washington, DC Av. Andrés Reyes 420, piso 7 [email protected] San Isidro Goyo Panadero Ana Gamonal Tel. +51 1 2229491 Partner and Managing Director Lagasca, 88 - planta 3 Director [email protected] 28001 Madrid [email protected] Quito Tel. +34 91 563 77 22 10705 Rosehaven Street Alejandra Rivas MANAGEMENT - LATIN Ana Folgueira Fairfax, VA 22030 Managing Director AMERICA Managing Director of Washington, DC [email protected] Impossible Tellers Tel. +1 703 505 4211 Alejandro Romero [email protected] Avda. 12 de Octubre N24-528 y Partner and CEO Latin America MEXICO, CENTRAL AMERICA Cordero – Edificio World Trade [email protected] Impossible Tellers AND CARIBBEAN Center – Torre B - piso 11 Diego de León, 22, 3º izq Tel. +593 2 2565820 José Luis Di Girolamo 28006 Madrid Mexico City Partner and CFO Latin America Tel. +34 91 438 42 95 Santiago de Chile [email protected] Juan Rivera Lisbon Partner and Managing Director Claudio Ramírez [email protected] Partner and General Manager TALENT MANAGEMENT Madalena Martins [email protected] Partner Av. Paseo de la Reforma 412, Piso 14, Daniel Moreno [email protected] Col. Juárez, Del. Cuauhtémoc Magdalena 140, Oficina 1801. Chief Talent CP 06600, Mexico City Las Condes. [email protected] Tiago Vidal Tel. +52 55 5257 1084 Tel. +56 22 207 32 00 Managing Director Marjorie Barrientos [email protected] Havana Talent Manager for Andes’ Region [email protected] Avenida da Liberdade nº225, 5º Esq. Pau Solanilla Buenos Aires 1250-142 Lisbon Managing Director for Cuba Eva Perez Tel. + 351 21 923 97 00 [email protected] Pablo Abiad Talent Manager for North America, Partner and Managing Director Central America and Caribbean Lagasca, 88 - planta 3 [email protected] [email protected] 28001 Madrid Tel. +34 91 563 77 22 Daniel Valli Karina Sanches Sergio Cortés Senior Director of New Business Talent Manager for the Partner. Founder and Chairman Panama City Development for the Southern Southern Cone [email protected] Cone [email protected] Javier Rosado [email protected] Calle Girona, 52 Bajos Partner and Managing Director 08009 Barcelona [email protected] Av. Corrientes 222, piso 8. C1043AAP Tel. +34 93 348 84 28 Tel. +54 11 5556 0700 Av. Samuel Lewis Edificio Omega - piso 6 Rio de Janeiro Tel. +507 206 5200 Yeray Carretero Santo Domingo Director [email protected] Iban Campo Managing Director Rua da Assembleia, 10 - Sala 1801 [email protected] RJ - 20011-000 Tel. +55 21 3797 6400 Av. Abraham Lincoln 1069 Torre Ejecutiva Sonora, planta 7 Sao Paulo Tel. +1 809 6161975 Marco Antonio Sabino Partner and Brazil Chairman [email protected]

Juan Carlos Gozzer Managing Director [email protected]

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